The Effect of Ethical Marketing on Brand Credit: Mediating a Service Recovery Strategy

Subject Areas : business management

Behrooz  Eskandarpoor ¹ (Department of Management, West, Tehran Branch, Payame Noor University, Tehran, Iran)
Babak  Heydari Iraqi ² (Department of Management, West Tehran Branch, Payame Noor University, Tehran, Iran)
somayeh  saebnia ³ (Department of Management, Ardabil Branch, Shamim Danesh Novin Higher Education Institute, Ardabil, Iran)

Received: 2020-12-25 Accepted : 2021-02-06 Published : 2021-06-22

Keywords: Brand Credit, Ethical Marketing, Service Recovery Strategy, Pharmacy,

Abstract :

In addition to their medical mission, pharmaceutical companies must perform their duties well in the field of ethical marketing. The purpose of this study was to investigate the impact of ethical marketing on brand credibility with regard to the mediating role of service Service Recovery Strategy. The sample consisted of 235 people who were selected by stratified random sampling based on the Hooman method. Data were collected through standard ethical marketing questionnaires, brand restoration strategies, and brand validity. Cronbach's Approval Data analysis was performed in SPSS and Amos software environments. Model adequacy results for the path analysis method with RMSEA 0.068 after model fit indicated that the model fit for this study. Results showed that based on the figures for elongation and skewness, the data have normal distribution. Morality has a positive and significant impact on brand reputation, and the service Service Recovery Strategy mediates this relationship. Ethical marketing also had a significant and positive impact on the resuscitation strategy. And the strategy of revitalizing services had a positive and significant impact on brand reputation